Research On The Influence Factors Of Mobile Learning APP User Stickiness

With the rapid development of wireless communication technology and mobile devices,learning mode based on mobile phone APP has gradeually merged into our work and life,and has a subtle influence on our learning behavior.As a new product of the open education era,mobile learning APP is popular among users because of its characteristics of autonomous learning.It has a broad market prospect and social economic value.Under this background,how to design and develop APP products which has a good learning effect and can attract users to continue to use in order to enhance the user's stickiness becomes the key issue to be solved at present.Under the support of the key project of the Ministry of Education of the“one two five” program of the National Education Science,this paper makes a research on the influence factors of mobile learning APP users' stickness.The main work and results are as follows:Firstly,by hackling the literature,this paper defined the concept of mobile learning APP and user stickiness.In addition,based on classical behavior theory,motivation theory and flow theory,fully referring to the related research of the continuous using behavior of users and combining the characteristics of mobile learning APP,the measurement model of user stickiness of mobile learning APP is established.Secondly,the feasibility of each dimension in the model is evaluated through expert review and preliminary research.In the end,the author decided to take user stickiness as target variable,take perceived usefulness,perceived ease of use,perceived system quality,immersion experience,using motivation,expected confirmation degree and using cost of users as independent variable.The author also put forward the research hypothesis and drew up related questionnaires at the same time.Thirdly,the author drew support from Wenjuanxing network platform to release questionnaires,analyzed and verified the reliability and validity of the questionnaire by using statistical software.Technical analysis such as descriptive analysis,correlation analysis,difference analysis and regression analysis were used to analyze the recycled data.Then,according to the result of data analysis,the immersion experience,using motivation,expected confirmation degree and using cost of users can positively and significantly affect user stickiness.Among them,expected confirmation degree has the greatest influence on user stickiness,and then followed by users' immersion experience,using motivation and using cost.Users' perceived usefulness,perceived ease of use and perceivedsystem quality indirectly affect the user's stickiness by taking the expected confirmation degree as the intermediate variable.Finally,combined with the conclusion of the research and related market research,this paper put forward strategies of developing users of mobile learning APP,so as to speculate how to strengthen the users' continuous using behavior and enhance the user stickiness in the mobile Internet in order to support the development of mobile learning products in the future.